AABB2025: Adjusting Donor Recruitment Strategies For Different Generations May Offer Key to Expanding Donor Pool

Amidst nationwide declines in blood donations and increasing donor recruitment challenges, blood collection facilities are looking for new strategies to encourage donations. Tailoring donor recruitment strategies specifically for different generations may be a key, according to Ruchika Goel, MD, MPH, CABP, from Vitalant and Johns Hopkins University. Goel spoke during the Monday afternoon session titled “Donating for the Future: Bridging Generations and Communities for a Stronger Blood Supply.”

Goel said the current situation demands a search for new approaches to donor recruitment. “The U.S. blood supply is at its lowest level in over a decade, with many regions reporting critically low inventories and frequent appeals for emergency collections,” she said. Goel added that the situation compromises the blood community’s readiness. “Persistent shortages threaten the nation’s ability to respond to everyday medical needs, disasters and complex care – making donor recruitment and retention a public health priority," she said. 

Goel stressed that it is important to look at donor recruitment through a generational lens. “Blood donation is strongly influenced by attitudes toward community service, altruism and institutional trust – all of which vary by generation,” she said. She noted that older generations continue to donate blood at higher levels, while donations among Millennials and Generation Z remain lower.

To address these differences, and to encourage younger generations to develop a habit of lifelong donations, Goel said that donor recruitment strategies should be analyzed by generation. She said that doing so can help tailor “messaging, recruitment channels and retention strategies to differing motivations.”

One strategy is to develop recruitment initiatives that bridge generational gaps. Goel advised “developing recruitment strategies that appeal to different generations through tailored communication, motivation and recognition programs.” She noted that the success of communication and engagement platforms vary by generation. For example, local blood drives and faith-based outreach are typically more successful in recruiting Baby Boomer donors. But for Millennial donors, social media and corporate giving programs were more likely to be effective.

Goel stressed that addressing generational differences now will ensure a stronger blood supply into the future. “It is important to recognize the donor life cycle and understand that donor engagement evolves with age… and plan targeted retention at each stage,” she said.